移动网络运营商的移动商务商业战略研究

针对移动商务环境高度动态变化的特征,论文基于移动网络运营商视角提出多维动态的商业战略理论模型,分别从与外界环境的互动关系、与产业链上其他主体的合作竞争关系以及内在的业务组合驱动关系几个方面研究移动商务的发展战略。多维度的战略相互补充、相互作用,将有助于持续提升移动网络运营商的核心竞争力。     

Content design of advertisement for consumer exposure: Mobile marketing through short messaging service

The success of mobile phone-based short messaging service (SMS) commercials as a tool of promotional marketing depends upon the wording, statement, language, presentation − in other words, the overall content of the message. If consumers are not exposed to the mobile phone SMS containing promotional offers, marketers would less likely to achieve any benefits by sending SMS to prospective consumers. This study is aimed to identify and empirically examine the critical variables that can attract consumers to open and read the advertisement on the SMS. To address consumer exposure, the study was designed on the conceptual paradigms of the UTAUT2 with the inclusion of three external constructs: personalization, self-concept, and trust. Through a consumer survey, this study found significant variations from the UTAUT2 to provide new constructs to capture consumer intentions for exposure to the product. By doing so, this study has developed and tested an extended version of UTAUT2, which is named as UTAUT-CEMM (Unified Theory of Acceptance and Use of Technology of Consumer Exposure for Mobile Message). It revealed that consumer segmentation and target marketing is the most effective way to communicate with consumers through promotional marketing conducted by the mobile phone SMS. It also suggested that this promotional marketing is valuable only for highly reputable vendors/retailers.     

Setting the future of digital and social media marketing research: Perspectives and research propositions

The use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts’ perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues including artificial intelligence, augmented reality marketing, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth and ethical issues therein. This research offers a significant and timely contribution to both researchers and practitioners in the form of challenges and opportunities where we highlight the limitations within the current research, outline the research gaps and develop the questions and propositions that can help advance knowledge within the domain of digital and social marketing.     

移动电子商务的解决方案

本文介绍了移动电子商务的关键技术和爱立信，HP等公司的移动电子商务的解决方案。     

网络营销初探

分析区别于传统营销的网络营销概念、成功进行网络营销必须具备的硬软件环境,详细介绍目前网络营销的相关要素以及不同行业、不同产品进行网络营销的利弊,分步说明如何开展网络营销业务的具体方法与开展网络营销业务面临的困难。     

中国B2C电子商务中消费者信任前因的实证研究

网上信任危机限制了消费者进行在线交易,提高消费者对在线公司的信任度是促进中国B2C电子商务发展的重要途径。论文对影响中国消费者对在线公司信任的因素进行了实证研究。研究发现,网站隐私保护与安全控制措施及政策、公司的规模与品牌是最重要的因素,消费者个体特征和公司网站的易用性等品质因素对信任没有显著影响。公司应该在安全技术及政策、规模以及知名度等方面采取措施来提高消费者对在线公司的信任度。     

服务企业的营销导向研究

分析了顾客的服务消费行为以及服务企业营销与有形产品营销的区别，提出了服务企业的关系营销导向及关系导向对相关利益者带来的效用进行了研究，提出了服务企业实施关系营销导向的策略与方法。     

产品创新市场导向与R&D—市场营销界面管理关系实证研究

本文在理论研究的基础上,结合我国制造业企业的实地调研数据,对企业产品创新市场导向与R&D-市场营销界面管理水平之间的关系进行了实证研究。研究结果表明,产品创新市场导向对于产品创新前期的R&D-市场营销界面管理水平具有较显著的正向促进作用,而在产品创新后期这种正向作用却并不明显。文章最后对实证结果进行了讨论,并针对我国企业实际提出了相应的建议。     

Consumer attitudes towards mobile marketing in the smart phone era

This exploratory online questionnaire-based study confirms the findings from earlier studies in the pre-smart phone era regarding consumers’ negative attitudes towards mobile marketing communications. This study shows that these attitudes persist despite increasing frequency of use and increased functionality of mobile phones in the smart phone era. Consumers perceive their mobile device to be for personal communication, and prefer to be able to exercise control over their interaction with organisations. Findings suggest that acceptance can be enhanced by permission marketing, trust-building, creating a sense of being in control, and useful and entertaining website content. Accordingly, pull technologies seem to hold particular promise for mobile marketing communications. This study, therefore, proceeds to explore use of and attitudes towards an important pull technology, QR codes. QR codes, two-dimensional bar codes, can be scanned to provide access to websites, information and applications. Despite their potential, uptake is low. Users in this study who had scanned a QR code had used them to access a variety of different content on different types of items and in different locations. The most frequently accessed type of content was information on a web site, the two most common locations for a scanned QR code were a newspaper or magazine advert, or outdoor advert or poster, and the two most common locations at which scanning was performed were in the street and at home. Ease of use, utility and incentives are drivers to continued use whilst lack of knowledge about how-to scan or of the benefits of QR codes may hinder adoption. Recommendations are offered for practice and for further research.     

电子商务模拟实验系统的研究与开发

电子商务教学具有非常强的实践性,要求学生在了解电子商务相关理论知识的同时,也应该具备熟练运用网络进行电子商务活动的实践技能.因此,电子商务专业必须具备适合实践教学的网络环境和模拟实训系统.电子商务模拟实验系统在设计与实现过程中,采用了B/S模式开发,能够综合体现信息流、资金流、物流运作特点.本系统具有网上银行、CA认证、B2C交易中心、B2B交易中心、C2C交易中心、学生实验测评系统、系统后台管理等功能,重点突出了实战性、开放性的原则.     

营销新趋势：服务营销

创新是知识经济时代的显著的特征，而营销创新正是其中的一个方面，服务营销又是营销创新一个发展方向。着重论述了企业为什么要进行服务营销，怎样实施服务营销，以及服务营销会给企业带来哪些好处。     

Triggering effects of mobile video marketing in nature tourism: Media richness perspective

The aim of this study was to investigate videos as potential triggers of behavior. Therefore, we applied the theories of triggers and media richness to learn about the triggering efficiency of mobile marketing videos on participants’ behavioral intentions. The experiment involved three distinct test groups, each comprising 41 student participants. From the perspective of media richness theory, we observed that the different kinds of videos had quite similar effects in terms of triggering behavioral changes. However, the mechanisms explaining why triggers were present differed for each video. Further, the results reveal that the consumer's position in the information search process was the most significant reason for the triggering of any kind of effect. In addition, the instructionally designed videos were able to exert an affective triggering effect: the more participants liked the video, the more it affected their participation intention and recall scores. This study extends the media richness research by demonstrating that the effects of media richness can vary within technically similar videos, as they form different logical connections among non-verbal visual cues related to a video's storyline.     

J2ME移动商务应用开发与设计

移动商务是电子商务的一个分支,移动商务是通过移动通信网络数据传输,使用移动信息终端参与各种商业经营活动的一种新的电子商务模型,它是新技术条件、新的市场环境下的新的电子商务的形式。本文采用J2ME开发了一款移动商务应用程序,主要是针对用户的重要私人信息,例如通信录、记事本、日程安排等数据进行管理。该程序能够实现各种事务的添加、修改、删除、分组、查询、账务管理等。     

互联网环境下消费者行为倾向前因研究述评

通过对文献系统性的回顾,本文归纳出互联网环境下消费者行为倾向前因研究的理论基础主要有三:信息系统领域中的科技接受模型、经济学领域中的交易成本理论和营销领域中的质量—满意模型。诚然,这些理论用于解释和预测消费者行为倾向时都具有一定的力度,但研究视角均过单一,要么从正向、获利的角度,要么站在负向、成本的立场,二者均造成研究结论不够全面与深入。同时还总结出目前研究结论存在多样性和不一致性的原因主要源于三大研究操作上的差异:研究假设与模型提出存在差异;研究中相同变量的定义与测量方法存在差异;研究的实证背景存在差异。最后,对互联网环境下消费者行为倾向前因的未来研究提出了建议。     

团队互助模式在汽车营销专业教学中的应用研究

现代社会的进步和发展推动了我国人均生活水平的不断提升,同时,也加速了人们对汽车的需求,汽车营销成为了一个具有巨大市场发展前景的行业。汽车营销专业是一个集文化素养与专业技能相结合的学科,在教学的过程中,教师不仅仅要注重对学生进行知识和技能的讲解,更要通过教学活动,提升学生的文化素养和道德品质。文章主要对团队互助模式在汽车营销专业教学中应用的作用和方式进行分析,希望对汽车营销专业教学产生一定的辅助性作用,为学生未来的成长和发展奠定良好的基础。     

Understanding mobile marketing adoption intention by South African SMEs: A multi-perspective framework

This paper examines the key drivers of mobile marketing adoption intention by South African SMEs using a multi-perspective framework that combines elements in the technological, organisational and environmental contexts of the enterprises. Data was collected from a random sample of 205 SMEs from Gauteng, South Africa. Structural equation modelling was used to analyse the data. The results identified perceived relative advantage, perceived cost, top management support, employees’ IT capability, and customer pressure as important drivers of mobile marketing adoption intention. Of these factors, top management support emerged as the strongest driver of adoption intention. The implications of these findings for mobile marketers and others interested in accelerating the adoption of mobile marketing among SMEs are highlighted.     

健康产业的营销模式创新研究

以我国健康产业的营销模式为研究对象,通过分析当前健康产业内企业的营销模式及其局限性,论述了健康产业营销模式创新的紧迫性和必要性。从一般创新思路出发,结合产业自身资源状况提出营销模式创新的总体思路和创新模式。     

论开放式营销:高新技术市场的新营销模式

本文针对高新技术市场的特点 ,提出了开放式营销模式的概念。开放式营销的含义主要包括 :开放式产品或系统、开放式竞争、开放式合作和开放式交易。文章还讨论了高新技术企业实施开放式营销的原因和必要性 ,最后研究了开放式营销对企业带来的影响和挑战     

基于SOA的营配一体化平台建设

领先的企业正在通过灵活的面向服务的体系结构（SOA）构建适应性强、可重用的业务流程和服务来实现业务的灵活扩展或整合,提升业务运营效率。基于SOA架构,通过对准实时平台、信息集成平台的建设和对接,整合营销MIS系统、配网生产系统、配网自动化系统等相关业务系统,桂林供电局构建起以配电GIS系统为基础的营配一体化平台,有效消除信息孤岛、发挥资源最大能量,实现营配协同管理的创新管理模式。     

网络消费者信任研究的回顾与展望

对传统环境下信任的概念及其分类方面的相关研究进行了系统地回顾,较为全面地总结了已有网络消费者信任的研究成果,并指出了相应的研究不足和局限。在前述工作的基础上,提出了基于感知价值视角建立网络消费者信任的研究展望。